For ad copy to convert readers to visitors, it must grab the reader's
attention. Whether it's a print ad in a magazine, a pay per click (PPC)
ad on a Web page, or a sponsored listing on a search engine results
page (SERP), your message must call out to the person reading it. You
may be advertising in the right place at the right time, however,
without the right message, you will have a problem. If you're not
appealing directly to the person who is reading your ad, you risk them
seeing it without realizing how it relates to them.

If the ad is a PPC ad, your potential customer has executed a search
and is looking for something specific. If you write your PPC creatives
to speak directly to them, there's a better chance they will click on
your pay per click advertisment and visit your Web site.

So what characteristics do you look to include when writing ad copy for a PPC search engine marketing campaign?

First, be sure to use your keywords
in your title and even in the description when you can. If possible,
start your title with the keyword or keyword phrase. For the
description, understand that people want to accomplish or learn
something, be entertained or take advantage of an offer. People are
motivated by fear, money, hope, lust, despair, health, safety,
education, appearance, status etc. (Although maybe not all at the same
time!) You will want to include a reason for someone to choose to
respond to your PPC ad and take action. Care about their problem and
create an emotional statement using action oriented language. Remember
W.I.I.F.M. What's in it for me?

For example, perhaps you are offering a health resort vacation
package. You might appeal to potential customers about the opportunity
to get in shape and improve their appearances. Or maybe they just need a
vacation from the daily stress of home and work. Appeal to their wants
and needs and they'll be enticed to click-through.

Your pay per click ads might look something like this:

Health Resort Special
Relax, Rejuvenate & Meditate.
Join us for a wellness stay.

However, well written ads are only part of an effective pay per click
search engine marketing campaign. Once your PPC creatives persuade a
searcher to click, your landing page
must now convert them. It should look professional and above all offer
them what they were looking for in the first place. They will be more
likely to convert into a customer or a lead if the page they go to gives
them exactly what they were looking for.

Appeal directly to your target audience with both your PPC ad and
your landing pages and you will experience greater quality visitors and
better conversions.

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